Page 38 - Unlock Sensory Power

FOR EFFICACY THAT IS

FELT, YOU MUST FIRST

IDENTIFY WHICH

SENSORY CUES ARE

MOST POWERFUL AT FELT,

COMMUNICATING YOUR

CLAIM IN PHYSICAL
FORM. NOT

In China, Kanebo Facial Whip Cleanser
delivers its soft and gentle claim on THOUGHT
another level. The way the foam is
dispensed (like rose petals) not only
excites but reinforces the brand’s
equities around femininity, beauty
and nourishment. At the same time,
the product provides a more engaging THE FUTURE OF CLAIMS IS PHYSICAL.
washing experience.
For cost conscious African families
seeking efficacy from their soap, it’s SAVVY CONSUMERS WANT TO FEEL THE EVIDENCE.
hard to beat Protex. The brand uses When developing claims, why not
‘best in class fragrances’ to directly start with a sensory analysis of your
support the ‘long lasting Anti-Germ product – and the meaning WHAT SENSORY TRIGGERS COULD SUPPORT YOUR PROMISE?
protection’ claim. consumers attach to this. Starting
here could lead to brand claims that
are physically defendable.